Titanium Lions
The Titanium Lions celebrate game-changing creativity.
On this page
Introduction
The history of the Titanium Lions
In 2003, the late Dan Wieden, Co-Founder of Wieden+Kennedy, proposed the creation of the new Titanium Lions to recognise breakthrough ideas that were provocative and forward-thinking, and so the Titanium Lions were born.
In 2008, the Titanium Lions was expanded to include integrated campaigns and celebrate creativity, risk and consistency across channels. The Titanium & Integrated Lions existed as a single Award until 2016, when they were separated out.
In 2018, the Titanium Lions’ entry process was updated to include live judging in Cannes.
Often regarded as the most coveted Cannes Lions Award, the Titanium Lions recognise work that’s game-changing and reshapes the creative landscape.
What kind of work can be entered?
Any kind of work can be submitted as long as it breaks new ground in branded communications.
What’s the Jury looking for?
Ideas that have never been done before and that change the way we think. The work should be provocative, boundary-busting and envy-inspiring.
The work should break new ground in branded communications, marking a new direction and moving the industry forward.
Presentation in Cannes
Shortlisted entrants will be required to present their work to the Jury in Cannes. These are live presentations with an audience that include a Q&A session where entrants will be expected to answer questions from the Jury.
THE MOVE TO -15 | DP WORLD | EDELMAN, LONDON | TITANIUM LION | 2024
The Categories
Breakthrough ideas that are provocative and point to a new direction in the industry.
A. Titanium
There are no categories in the Titanium Lions. The idea is everything, whether it’s for a car or toothpaste, telecommunications or charity, with a big or low budget.
Eligibility
Work will need to have been executed during the eligibility period of 8 February 2024 – 10 April 2025.
Is there a limit to how many times I can enter?
The same piece of work can only be entered once in Titanium.
THE EVERYDAY TACTICIAN | XBOX | MCCANN LONDON | TITANIUM LION | 2024
Previous Winners
DoorDash-All-The-Ads
Cannes Lions 2024 Grand Prix Wieden+Kennedy Portland / DoorDash / 2024
To change public perception of its offering, online delivery app DoorDash promised to deliver a product from every Super Bowl ad to one lucky viewer. The work resulted in 8m submissions and was in the top 10 most discussed brands before the big game.
DOORDASH-ALL-THE-ADS | DOORDASH | WIEDEN+KENNEDY PORTLAND | GRAND PRIX, TITANIUM LIONS | 2024
Why the work won
The Titanium Jury awarded this work the Grand Prix for taking the product demonstration format to new heights. Jury President Debbi Vandeven praised it for being “simple on the surface, yet daring in execution”.
What the 2024 Titanium Jury were looking for
- Creativity as a driver for business
- Bold ideas
- Work showing commitment from both the clients and the creative side
DOORDASH-ALL-THE-ADS | DOORDASH | WIEDEN+KENNEDY PORTLAND | GRAND PRIX, TITANIUM LIONS | 2024
Entries & Judging
What are the judging criteria?
All types of work can be entered – there are no categories. The idea is everything.
What do I need to provide with my entry?
To enter, you’ll need to complete an online entry form, which can be found on the Cannes Lions entry site. In the ‘Written Explanation’ section, you’ll be asked to provide the Jury with everything they need to know about your work.
You’ll also be able to submit optional supporting materials to provide additional context with your entry.
All case films, films, demo films and original content must be subtitled in English.
Detailed information outlining the entry process can be found on A Guide to the Cannes Lions Awards.
What if I don’t have all the details right away?
Don’t worry – you can fill in the form in any order and save your progress at any time while it’s still in the pending stage. However, please only check out when your entry is 100% complete as no changes can be made to your entry once you’ve clicked “Submit” and “Checkout”.
The Written Submission
Here’s the questions you’ll be asked regarding your work.
To start your entry to the Titanium Lions, go to our Awards page.
The Jury will refer to the written explanation you provide throughout the judging process. Our advice is to provide as much relevant detail as possible.
When answering the following questions keep the main element you’re trying to celebrate in mind (e.g. the storytelling, the strategy, the craft, the use of data).
The bullet points under each question are prompts designed to guide your thinking, based on the factors the jury will be considering when reviewing your work. You might not need to use them all, and that’s totally fine. They’re there to help you consider what’s most important in your work.
Questions
The word limit for this section is 100 words.
This question is compulsory.
Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.
You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.
The word limit for this section is 250 words.
This question is compulsory.
Please select the objective(s) that were most important when creating this work – what the work set out to achieve.
For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.
- Overachieve on brand metrics (e.g. awareness, engagement)
- Change consumer behaviour (e.g. attitudes, frequency, penetration)
- Create short-term sales growth (e.g. sales, promotions, discounts)
- Improve brand health (e.g. consideration, preference)
- Create sustained sales success (e.g. profit, sales)
- Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)
There is no word limit for this section.
This question is compulsory.
Please provide a summary of your entry.
- Describe the background and context behind the work
- What creative challenges did the work face.
This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.
The word limit for this section is 250 words.
This question is compulsory.
Consider the following when describing the creative idea:
- Does the work cross boundaries/have the ability to think beyond conventional boundaries or categories?
- Does the work evoke surprise/have the power to continue captivating attention?
- Does the work transcend the original challenge?
- Does the work incorporate breakthrough thinking?
- Demonstrate how the idea was designed to earn attention from the target audience
The word limit for this section is 150 words.
This question is compulsory.
Consider the following when describing the strategy:
- Was the strategy based on consumer behaviour and/or cultural insight?
- Did the insight come from research and data?
- Did creativity play a key role in the interpretation of the business challenge?
- Was this piece of work relevant to the defined target audience?
- Does the work genuinely solve a real problem?
The word limit for this section is 150 words.
This question is compulsory.
Consider the following when describing the execution:
- How effectively was the concept brought to life?
- What specific implementation strategies were employed to ensure success?
- Which channels were utilised for placement, and were they optimal for reaching the target audience?
- How extensive was the scale of the execution in relation to the defined objectives?
- Did the execution adapt to any unexpected challenges or changes in the environment?
The word limit for this section is 150 words.
This question is compulsory.
Please refer back to the objectives selected when answering this question. Consider:
- performance against brand metrics (e.g. awareness, engagement)
- change in consumer behaviour (e.g. attitudes, frequency, penetration)
- indications of short-, medium- or long-term sales success (e.g. donations, shareholder value, profit, revenue, ROI, sales, scalability, share)
- brand health improvement (e.g. consideration, preference)
- potential changes in government regulations or societal/economic events (e.g. changes in economic, political, social factors).
The word limit for this section is 150 words.
This question is compulsory.
Yes No
This question is compulsory
I would like the Jury to see this response when judging this work (tick box)
Please outline how this piece of work has aligned with the brand’s sustainability strategy. This could involve either operational measures to reduce the impact on the environment, and consumer strategies to encourage positive behaviour change, or both.
Please provide details of the benchmarks used for measuring the success of this piece of work’s contribution to the overall strategy. This could include, but is not limited to, targets around advertising business operations - advertising production - media planning and buying.
This question is optional.
I would like the Jury to see this response when judging this work (tick box)
Based on the brief, what consideration was given to representation and diversity of the team(s) involved?
What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?
This question is optional.
If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.
The word limit for this section is 150 words.
This question is optional.
MEET MARINA PRIETO | JCDECAUX | DAVID MADRID | TITANIUM LION | 2024
Contact us
Everything you need to know to enter
For more detailed information on how to use the entry site, craft a compelling submission or submit your work we have a whole range of resources.
From Entry Guides that give you a step-by-step overview of the entire process to the Entry Kits that provide all the detailed rules and requirements for each and every category.
We are here to help
As Awards Experts, we know the Lions inside out. We can help with:
- Sharing the updates to the Awards for 2025
- Offering best-practice advice on how to craft a compelling entry
- Discussing your work and relevant categories
- Scheduling regular catch-ups to answer any questions that arise throughout the entry process.
Whether you have a specific query or would like expert advice, get in touch today.
Email: awards@canneslions.com Helpline: +44 0 20 7046 1155